The website design challenge for ATF Joinery was to showcase the company’s high-quality craftsmanship, aiming to attract high-end clients with larger budgets seeking bespoke and unique joinery solutions. The company’s European owner faces issues with potential clients expecting discounts due to his foreign background. Therefore, the website was crafted to clearly communicate the company’s commitment to bespoke, high-quality work, emphasizing its dedication to excellence and tailored solutions.